The artist and curator Art Clay was born in New York and lives in Basel. He is a specialist in the performance of self created works with the use of intermedia and has appeared at international festivals, on radio and television television in Europe, Asia and North America. His recent output focuses on large media based performative works and spectacles using mobile phone devices. He has received prizes for performance, theatre, new media art, music composition and curation. As an educator, he has taught media and interactive arts at various art schools and universities in Asia, Europe and North America including the University of the Arts in Zurich. He is the initiator and Artistic Director of the ‘Digital Art Weeks International’ and the Virtuale Switzerland.

Eva Kekou: Could you tell us about your work and what inspires you?

Arthur Clay: The question about inspiration has been posed to me before and most often in the moment when people first see the program that the Digital Art Weeks (DAW) is offering. As an artist I am very much inspired by the every day. I think it is important to be aware of the things around you and by so doing, my artwork seems to have more of a present day dialogue and the events I curate more to do what is actually going on in the society around me. So basically, everything and nothing and all the things in between inspire me. There are no rules, but with a lot of effort to try and come closer to things might be the one I apply the most.

On the one hand, I am a practicing artist and most of this work is concerned with sound. On the other hand, I believe that curation is an art in itself and requires a high level of creativity. It is easier for me to make an artwork in comparison to harmonizing a group of artworks. The two meet in the fact that I grounded the DAW projects in order to provide a platform for my own work and that of others, who think in like minded ways.

EK: You were the curator for the Augmented Reality exhibit “Window Zoos & Views” in collaboration with the participation of the School of Digital Media and Infocomm Techology from Singapore Polytechnic. On the project site, it mentions that the main element of the project was inspired by an image of a car driving down Singapore’s legendary Orchard Road. Could you tell us a bit more about this and the project?

AC: As DAW Director, I am confronted with the same situation each time we bring the festival: Representation and integration. By representation is meant that we have institutions both public and private that act as stakeholders and in turn expect a high level of visibility; talking about integration is much more complex, because there are many levels of integration that must be addressed. First off, the festival structure demands that we integrate local artists into the program along with the international artists participating. Integration of local artists can also mean or entail a high level of knowledge and skill transfer. We do all this during what we like to call the “Exploratory Phase”, which is basically entails dropping the DAW team into a unfamiliar city and making every effort to make it familiar. This includes becoming aware of the general culture the festival will address, how digital that culture is, the art and non art spaces that will become the stage of the festival, and of course trying to find out who is doing what in terms of arts and technology.

To get back to your question about the image of the car driving down the street, the most important element of integration is becoming aware of what is going on in the world of things in which the festival is to be presented. The car we are talking about was a car whose windshield was plastered with cartoon stickers. So, imagine you’re self-sitting at the wheel of that car driving down Singapore’s Orchard Road. It is a really surreal experience; the stickers take on a kind virtual elelment as it floats down Orchard road. The image sparked my imaginations and the AR Parade project was born, which was a very important part of the “Window Zoos and Views” exhibit. Basically, the AR Parade mimicked the effect of the stickers on the car window, but instead of a car windshield, we used an iPhone app to view the images. It was very cool, popular on the street and got a lot of clicks.

EK: There were various artists in the festival showing Augmented Reality art as installations. This included artists such as Tamiko Thiel (DEU), John Cleater (USA), Will Pappenheimer (USA), Lily & Honglei (CHN), Marc Skwarek (USA), Lalie S. Pascual (CHE), John Craig Freeman (USA), and Curious Minds (CHE). It must of have taken a lot of time and energy to organize this, especially the technological aspects of the project. How difficult was it to set all of this up?

AC: In one word: impossible. It is new area of technology, a new approach to curating art, and above all you are dealing with a non-art public – basically anyone who is on the street. That is a big challenge. Add to it the new type of management skills that such an international project work requires and I think you are close to the impossible that I am referring to. For such exhibitions, “Management 2.0” skills are a necessity. The artists, the tech people, and the curators and admins meet and work solely in virtual space. So there are no walls, no tables, and there is no going for coffee together after the meeting. It is a different world from all sides.

Another interesting aspect of this work is that you have to develop a feel for the city and develop a dialogue with it. For the Hong Kong show we did for SIGGRAPH Asia, Monika Rut and I spent about a week working on site, visiting the different areas of the city to check things out and to get a feeling for which works should go where and why. We travel with a lot of special equipment so that we can make tests on site and produce a mock up of the exhibition and test how the experience of viewing the exhibit will be. It is very inspiring but exhausting work and the dialog between Monika and I helped greatly in making all the decisions. Basically, we get to know the cities we are working in quite well and the kick back is, you get to know where the best coffee houses and local restaurants are.

EK: Why hold the DAW in Asia, and what kind of differences do you experience culturally when working in Asia compared to working in Europe?

AC: The DAW is at home in Asia and much of our curating has to do with having visitors get pro-active. This means that it is not just about looking at an artwork, it also entails actually touching the artworks in many cases. In Asia, the museum visitors are not that schooled in museum etiquette. They like to touch things and this is great for the kind of work we like to do. Things break, but it is kind of a “I Like” thing for us.

The other aspect to consider is that you have a language barrier, because no one is going to understand anything if it is not translated. Here, it is also important to know that the approach Europeans take in terms of explaining artworks, does not really come over so well in Asia. Things are often inspired by poetics of nature in Asia and are much less conceptual than works coming from Europa.

Last but not least, the role of size also plays a large part in Asian arts. When a dynasty was at its peek, it produced very large artworks, monuments etc. So size is historically a sign of wealth and prosperity in Asia. When a dynasty fell, they produced much smaller works. So the bigger the better, so to say. For a European artist this is completely meaningless, however, bigger artworks have more visibility. So when you are curating group exhibits in Asia that artists from diverse countries, it is a challenge to keep balance in terms of impact of the works.

EK: Getting back to There DAW AR Float Parade, which was the first of its kind and celebrated as the coming age for Augmented Reality art. Could you tell us more about this aspect of the festival’s project and how it turned out?

AC: Knowledge transfer plays a major role in getting a project like the AR Parade to work. The DAW has an “OutReach Program”. This is a program that invites creative leaders from around the world to hold workshops before or during the festival. The contents of the AR Parade in Singapore were the results of a workshop with the AR artist John Craig Freeman and the Curious Minds group. John Craig dealt with the technical details and the bootstrapping a group of twenty-five creative industry students from the Singapore Polytechnic. The members of the Curious Minds art group hung around, integrated the group into the DAW, taught the students about public interaction, and came up with how to go about actually making the AR Parade happen and come to life.

The proof of a good project for me is when it takes on its own life on after its initial presentation. After the Singapore DAW, the AR parade went to Hong Kong and in 2015 it will be shown marching down the Bahnhofstrasse in Zurich as part of the Virtuale Switzerland festival – the world’s first festival “virtual biennale” that focuses solely on virtual artwork. For this we want to go a bit deeper into the creative industry world and see if we can act as modern alchemists and pick up on the float parade from New York and turn Miss Kitty into an artwork by shifting context from the real to the virtual.

Live- Performance “Beads are the Breath of the Landbridge “ with 1st Nations artists, Peter Morin. (DAW Singapore 2013)

EK: What is your view regarding the social contexts of the DAW?

AC: Basically, we are concerned about things and we make an effort to improve things that are within our reach to improve. For the festival in Taipei that will take place in 2015, we are really trying to make people aware of the role of creativity in general. Artists are highly creative people and the world really needs good ideas as well as a more social approach. We try to provide an answer to the question: “How is what we do of benefit to the society in which we are operating?” We think this should be more a question that businesses should be asking themselves. The future needs fewer companies who are “profit first, prosperity second” and more social entrepreneurships that embrace social needs as part of their business model.

EK: Could you tell us what themes and aims we can expect from of the DAW project in the future?

AC: We are off to Seoul, South Korea in 2014 and the theme there is “Creativity and Convergence”, which is a hot topic in Asia, because the government feels that innovation is intimately connected to being creative and thinking out of the box. I think they’re thinking of what makes the West tick and in an odd and ironic way to imitate – which is not exactly creative, but then again I have lot of respect for Asia and admire the work ethic of Asian people. So I think they will do well by addressing these themes. In 2015, we are off to Taipei and the theme (working title) there is “ImagiNation” and here we are trying to run a kind of “Skills-Festival” and platform creative businesses and the approaches that they have taken. It is a new approach and if you think about what Beuys said, “Everyone is an artists”, we might stretch it a bit and also say “everything is art.” At least this is the start and interestingly enough we are working with groups from the labor department in Taiwan, with knowledge transfer departments of universities, and with spin off and start up companies from Switzerland. It is very exciting and really what the DAW is about: creating a platform for research and experiments in social-cultural context.

Digital Art Weeks International
The DAW INTERNATIONAL’s is concerned in general with the bridge between the arts and sciences in cultural context with the application of digital technology in specific. Consisting of symposia, workshops and cultural events, the DAW program offers insight into current research and innovations in art and technology as well as illustrating resulting synergies, making artists aware of impulses in technology and scientists aware of the possibilities of application of technology in the arts.

The Virtuale Switzerland
The Virtuale Switzerland is a biennale for virtual arts. It focuses on the use of public space and mobile communication technologies, inventing “playful” new strategies to coax the public into the festival as “real” visitors with a unique experience of the virtual. The Virtuale Switzerland encompasses Artworks using Augmented Reality, Urban or Location Based Gaming, and Digital Heritage applications. It is interdisciplinary in nature, bridging areas such as art and technology, digital heritage and tourism, as well as digital culture and art mediation.